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HomeMy WebLinkAbout14. ReachFrequencyMemo SITE Marketing Memo To: VLMDAC BOARD MEMBERS From: MEGGEN KIRKHAM, SITE MARKETING CAROLINE WATSON, EMICO Date: November 8, 2016 Re: REACH & FREQUENCY FOLLOW-UP RESPONSE At the October VLMDAC meeting, a board member asked what the Reach & Frequency numbers were for the National traditional media campaign if we combined geographic markets vs reporting them individually. If we combined the geographic footprints of Dallas Zones, Houston Zones, Chicago Zones and Los Angeles Zones our weighted Reach and Frequency would be 51% reach with a 4.2 Average Frequency. We caution you to use these numbers as guides only, as we normally do not combine non-contiguous areas when calculating reach and frequency. These are truly estimates. As a reminder, our goal for 2016 was to achieve 45% Reach and 3.5 Average Frequency. And, our results by geographic footprint were: – Dallas: 49% Reach and 4.0 Average Frequency – Houston: 54% Reach and 7.9 Average Frequency – Chicago Zoned TV: 43% Reach and 2.8 Average Frequency – Los Angeles Zoned TV: 41% Reach and 3.0 Average Frequency Please let me know if you have any additional questions. Thank you!